The hard-hitting fake back-to-school campaign that captured national attention.
Five million children in the UK experience bullying. The Diana Award, a charity founded in memory of Princess Diana, runs the UK’s largest bullying prevention programme and wanted to start more conversations about this issue.
We created an integrated campaign that hijacked the back-to-school period. Our viral film mirrors the typically happy and optimistic style of a back-to-school ad before taking a dark turn. The cheerful music becomes ominous and product messages are given poignant new meaning as the heart-wrenching scene unfolds.
A unique installation in Westfield (Europe’s largest shopping centre) featured specially rigged mannequins depicting four scenes of violence and emotional abuse. These faceless children became powerful symbols of the millions who suffer in silence.
Meanwhile, the Metro donated thousands of pounds of media space, which we filled with the terrible things many kids would go back to when term began. DOOH from Ocean Outdoor complimented the idea.
80+ pieces of earned coverage including The Sun, The Independent and Magic Radio.
Reached 136M people.
Film aired on BBC News fifteen times
£400K earned media value with zero media spend.
99% positive sentiment.
Loneliness isn’t just an emotional state; it’s a serious health concern. Research shows that the impact of loneliness on health is as severe as smoking 15 cigarettes a day.